By George Christodoulides, Anastasia Stathopoulou, Martin Eisend
Focusing on a number of advertisements codecs, this ebook offers overseas cutting-edge study inter alia at the quick evolving and more and more complicated advertisements panorama that increases a couple of demanding situations for advertisers. extra study is required to lead offerings concerning advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in advertisements learn are released by way of the ecu advertisements Academy (EAA). This quantity is a selective choice of learn awarded on the 14th overseas convention in ads (ICORIA), which used to be held in London (UK) in July 2015. The convention accumulated greater than a hundred and fifty individuals from quite a few international locations from approximately all continents, together with Europe, North and South the US, Asia, and Australia.
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Extra resources for Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice
This also infers that a toolkit that assists the generation of ideas should be easy to use. g. including idea creating, designing the package and voting for the best idea, as in the Ritter Sport campaign), this should be carried out in reasonable time intervals. Furthermore, this success factor includes simple and transparent voting procedures and communication of jury decisions as well as quick and transparent feedback to the participants (see success factor “transparency”). 5 Managerial Implications and Outlook Although there are a variety of studies on open innovation and co-creation with customers, studies about social media-based (particularly Facebook-based) crowdsourcing in the form of consumer-oriented idea contests with focus on consumer goods are not available.
H. and Tseng, C. H. (2013), “Gratifications for using CMC technologies: A comparison among SNS, IM, and e-mail,” in: Computers in Human Behavior, Vol. 29, 226-234. ; Sung, Y. Y. (2014), “Brand followers. Consumer motivation and attitude towards brand communications on Twitter,” in: International Journal of Advertising, Vol. 33, 4, 657-680. LaRose, R. and Eastin, M. S. (2004), “A social cognitive theory of Internet uses and gratifications: Toward a new model of media attendance,” in: Journal of Broadcasting & Electronic Media, Vol.
If the results from crowdvoting are fully accepted and the winning product is actually produced. The factor transparency refers to the openness by which the company communicates the rules and procedures of the crowdsourcing campaign. Transparency particularly plays a role in evaluating ideas through crowdvoting. If a jury is established, their members and the criteria for the selection of ideas should be announced in a timely manner. Finally, fairness is closely related to the incentives a company offers as rewards for participating in an idea contest.